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Jewellery and other luxury goods are used for conspicuous and/or invidious consumption (Photo credit: Wikipedia)

In a tight job market, employers can be very choosy about whom they hire. In addition, the volatile economy adds to the anxiety about spending on that additional headcount. Finally, the uptick of job seekers onto the market makes it hard for each job seeker to stand out. But in a down economy, some luxury products still do well, despite cheaper alternatives, despite choosier customers, and despite special offers and deals flooding the market. The way that successful luxury products differentiate themselves and navigate a tough market holds lessons for job seekers during these competitive times:

Know what your customers Want

Alice Chen is President of Alice Alan Footwear and capitalizes on the made local/ domestic movement: Our tagline “Crafted in NYC” is extremely powerful in conveying the quality of workmanship and materials that goes into each and every pair of Alice Alan footwear. Each pair of Alice Alan is crafted by hand in New York City by skilled artisans who spend hours, and well over 100 meticulous steps, in the fabrication of a shoe.

Job seekers, how well do you know your customers (i.e., prospective employers)? Where are they looking for candidates? What types of candidates are they hiring?

Move the focus from price to Value

Angela Jia Kim is founder of Om Aroma & Co., an organic skincare line, organic boutique spa, and lifestyle gift boutique. She educates her customers on how the specific advantages of her products transcend the sticker price. For example: this skincare system will last you 4-8 months because there are no chemical fillers. You have to wash your face and hydrate, so you may as well use something that is good for you. It is actually more cost-effective than the drug store brands because you use 1/8 of what you normally use.

Job seekers, what is your value proposition to the employer? Can you quantify how hiring you will be more cost-effective or more profitable than alternatives your employer is considering? Notice how Alice Alan, like Om Aroma, also quantifies its message – hours crafted by artisans, over 100 meticulous steps. What are the numbers you use to back up your work?

Market in a way that matches your value proposition

Grace Kang is the founder of Pink Olive, a NYC boutique featuring whimsical gifts for happiness and home. Kang recognizes that her customers come for creative inspiration so her marketing efforts are focused on window display, visually-oriented social media such as Pinterest and Instagram, stories behind the designers and artists whose products they carry and in-store events. This type of high-touch marketing speaks directly to the Pink Olive customer (and has resulted in high double-digit growth for Pink Olive stores).

Job seekers, are you still relying exclusively on the resume, when other modes of communicating make more sense? If you’re a marketing executive, are you maximizing social media to market yourself and thereby also demonstrating a key skill set you need for your profession? Does your presentation – your networking pitch, your dress, your marketing material -- match what employers expect, need and value?